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Philips launches 'Carousel' follow-up

LONDON - Philips has released the five short films in its new 'Parallel Lines' campaign, which aims to demonstrate the cinematic qualities of its line of televisions, and is inviting consumers to create their own.

Philips: Parallel Lines by Tribal DDB

Created by DDB, the films were produced by five renowned film directors from Ridley Scott Associates, with each taking a different approach to a single piece of dialogue.

The films tackle five different genres, including action, animation, drama, sci-fi and thriller, and each end with the strapline: "There are millions of ways to tell a story. There's only one way to watch one".

Each film has been seeded on a dedicated page on the Philips website and will be promoted by a through-the-line campaign, created by DDB, Tribal DDB Amsterdam, Unit 9 and PR network OneVoice. Media planning and buying on the campaign is handled by Carat.

The social media elements will include a Facebook page that gives users access to additional exclusive content, such as director interviews and behind-the-scenes clips, as well as a campaign masthead featuring in a widescreen cinematic format on the YouTube homepage.

Consumers are also being encouraged to create a sixth short film to help continue the series, with the director behind the winning entry bagging themselves a week's work experience at the RSA offices in London, Los Angeles or New York.

The entries will be hosted on a branded YouTube channel, and will be judged by Ridley Scott, as well as by members of the public.

The 'Parallel Lines' campaign marks the follow-up to the iconic 'Carousel' work, which last year picked up the Grand Prix at Cannes.

Neil Dawson, DDB's chief creative officer on Philips, said: "By creating a single piece of dialogue for five very different films, we have created a tie that binds the films into a truly unique experience, and single-mindedly communicating that whatever the content, a Philips television is the only way to watch it."